Livestream shopping is quite popular nowadays. You can often see ordinary people selling their stuff via Facebook Live or Instagram Live. Now, Elon Musk’s controversial platform, X, formerly known as Twitter, wants to join the bandwagon – but with a twist.
X announced on Monday that it will partner with socialite and businesswoman Paris Hilton, together with 11:11 Media as it seeks to find new sources of revenue and redefine the social media platform.
Owned by Hilton herself, 11:11 Media is one of her ventures. The company says it seeks to elevate creators and brands “through the power of storytelling,” as well as “inspirational, impactful and thought-provoking premium entertainment, content, experiences, and products.”
So far, 11:11 Media has delivered content and campaigns for Hilton Hotels, iHeartRadio, and Uber Eats, as well as for big names like Warner Bros., L’Oreal, Levi’s, and Netflix.
X said it will work with the socialite to create original video content on fashion, travel, beauty, and other topics. Hilton will also help promote the launch of X’s new products and services, it added.
On such a controversial move not well-received by its users, Musk changed the name of Twitter to X, in the hopes that the platform will become an “everything app” that will not just be about short snippet posts, but also about audio, video, shopping, and payments, among others.
This is also among the policies that the billionaire implemented for the platform, but some of which are contentious, not to mention how his takeover led advertising sales to decline by more than half.
Some of those policies include launching a premium subscription earlier this year that offers additional features for a monthly fee, the reinstatement of previously banned accounts, and massive layoffs.